I was surprised to learn that the first press release was created in 1906. Credited to Ivy Lee, a founder of modern public relations, the release provided the perspective of the Pennsylvania Railroad, a client of Lee’s, following an accident.  

Today, over a century later, we’re still using press releases to do much of what Lee sought to accomplish: deliver clear, effective communication on a broad scale, that informs and builds trust with stakeholders. As other tactics such as targeted pitching and influencer outreach continue to reshape media relations, the press release still holds significant value, particularly as a tool within a broader digital strategy. When thoughtfully integrated, it can help capture the attention of your target audience and enhance searchability across channels.  

For example, an F+A legal client practicing primarily in the class action space asked for our help raising awareness of cases among prospective plaintiffs. These cases are often centered around consumer-facing issues, such as data privacy and product defects. Our objectives included reaching large audience segments and encouraging individuals affected by specific issues to contact the law firm to learn more about their legal options.  

We employed a range of proven tactics to achieve this goal – one of the most effective being the distribution of a compellingly written press release via wire service, complemented by paid and organic digital marketing and direct pitching to reporters who cover relevant beats.  

In many cases, the approach generated immediate traction – and the ongoing searchability of the release continued to deliver solid results. For example, within 72 hours of distributing one release via a wire service, the law firm received 60 consumer inquiries. As we continued to run digital advertising campaigns to generate additional awareness, the release remained a key component in the mix of integrated marketing and communications strategies. 

This is just one example of the power of the press release, but it’s a compelling one that highlights its effectiveness in generating exactly the kind of interest and engagement we were aiming for.  

Curious about how a thoughtful, effective communications strategy can support your business goals? We’d love to connect and share more – contact us.